253% SEO Traffic Growth for B2B Payroll SaaS
Matas Pranckevicius
Outcomes at a glance:
253% organic growth
3 months to execute
$170,110 annual traffic value*
Knit People, a Canadian payroll platform, approached me with a challenge: unlock SEO as a channel.
Previously, Knit had relied on a healthy mix of outbound and partnership marketing to drive pipeline—but having just wrapped up a CMS migration, they were ready to double down on content.
Human-centric content
First, let’s get the obvious out of the way: payroll can be is boring. That meant we needed a unique insight to drive our content strategy. This was ours:
💡 Canadian payroll regulation is tough to navigate—and the official government documentation often lacks clarity + can leave you more confused than when you started.
Our approach would be to create super helpful + accessible payroll content for entrepreneurs. Our writers would take the content as far as possible + optimize it for search, while Knit’s internal subject matter experts would verify it. And of course—it all had to actually rank and convert. 📈
“Matas is by far one of the strongest writers around and I was lucky to have him as we built out the entire lead funnel for Knit People.” — Elliot Ngai, Co-Founder & CEO @ Knit People
Three content hubs
To maximize ranking potential, we structured content into three hubs—each containing a mix of high- and low-difficulty keywords.
Each hub was organized around a single theme.
Hub 1 = Introductory Canadian payroll topics
Hub 2 = Province-specific payroll regulation
Hub 3 = Highly complex payroll topics
Our hypothesis was that while Hub 1 would drive most traffic and help establish topical authority, while Hub 3 would capture the attention of more potential buyers. After all, if you’re looking for information about more complex payroll, you’re also more likely in the market for a payroll platform. 💸
Results: sales pipeline + SEO foundations
Once the content matured, 2 out of 3 of the hubs’ pillar pages landed in the top 3 SERP positions for their primary keywords. Another one landed on the 1st page. On top of that, 900+ highly-relevant keywords were indexed high in the SERPs, leading to a steady flow of inbound leads and a source for traffic retargeting.
Traffic has stayed strong despite multiple algorithm updates and has been a major source of new pipeline. Total estimated traffic value: $170,110 / year*.
Looking for similar results?
Book a 30 minute call to learn if we’re a good potential fit.
* Annual traffic value is calculated based on 1) the equivalent cost of Google ad spend, and 2) a conservative model of pipeline generated for the sales team
Like this project
Posted Aug 7, 2024
Here's how I drove 253% in organic SEO growth for Knit People—a Canadian payroll B2B SaaS platform.
